Marketing research in practice.pptVIP

Marketing research in practice Jenny Lo 9 September 2003 Agenda Companies which carry out marketing research activities Basic knowledge about marketing research Marketing research in the real world Companies which carry outmarketing research activities Marketing research consultancies Advertising agencies Companies which carry outmarketing research activities Marketing research consultancies Companies which carry outmarketing research activities Marketing research consultancies Advertising agencies About J. Walter Thompson One of the top 5 4As advertising agencies in Hong Kong Transforming into a brand communication company Thompson Total Branding Clients: About J. Walter Thompson Company structure / work flow Agenda Companies which carry out marketing research activities Basic knowledge about marketing research Marketing research in real world Why do we need marketing research? We don’t know enough about the consumers / potential customers Marketing research is to get to know them - their buying behavior, their attitudes, their tastes, their habits etc. Budget for advertising / product development is tremendous Branding effort is long-term How marketing intelligence helps? Support marketing functions How marketing intelligence helps? Support marketing functions Marketing research methods Quantitative Qualitative Marketing research methods Quantitative Marketing research methods Quantitative Marketing research methods Quantitative Qualitative Agenda Companies which carry out marketing research activities Basic knowledge about marketing research Marketing research in real world How marketing research is donein the real world? General process How marketing research is donein the real world? Case study 1 Pitched for a credit card launch project run by a China-based bank in Hong Kong Gave recommendations on both marketing and advertising strategies How marketing research is donein the real world? How marketing research is donein the real world? How m